Shifting the Culture: How Tech Can Build Connections Like Music
Big Tech companies are losing their cool factor not because of economic uncertainty, but because they’ve failed to connect with consumers on a cultural level. Unlike music, where artists embody strategy, branding, and iconography, tech companies focus too much on products and data. What’s missing is the culture, the connection. In today’s landscape, tech brands need to think beyond functionality and adopt the approach of musicians: branding, storytelling, and building community. If tech companies want to stay relevant, they must evolve into cultural forces that engage, inspire, and resonate with their audience in the same way artists do.
When it comes to rollouts, musicians focus on everything from the time of the announcement to when their video will be released, to when the album is dropping, and even things past the release date. On average, a rollout can be 4-6 months. But what makes it an art is that everything feels intentional with that release. When looking at tech companies, Apple is one of the only brands that make people feel connected to the product. Does Apple always get it right? No. However, people are more likely to follow the launch of their product because of how well the rollout is executed. From the hashtags to the keynote to the storytelling. Apple makes the consumer feel relatable. Tech companies must plan a rollout like a musician because it gives consumers a full picture of what the tech company is doing.
On the other hand, when comparing fans of musicians to users of tech companies, it is clear that building a community is essential. Why are fans so deeply engaged with musicians? Because artists create spaces where people can connect, belong, and express themselves freely. In contrast, tech brands often feel purely transactional, lacking that emotional connection. To stay relevant, tech companies must move beyond just selling products and instead cultivate fandoms and spaces where people can come together, share their passion, and celebrate the technology they love.
While many artists reinvent themselves for a new era, each evolution is intentional and aligned with their brand. Musicians experiment with visuals, sounds, and cultures but remain authentic to their core identity. Similarly, tech companies must innovate while maintaining a strong sense of self. Innovation alone isn’t enough, it must be driven by storytelling. When consumers buy from tech companies, they want to feel connected to the why behind a product’s creation or evolution. Just as fans attending concerts or purchasing an artist’s merchandise understand the story behind the artist’s creative direction, tech companies must ensure their innovations carry a clear and compelling narrative.
Nevertheless, artists create music, and the ones who stay relevant are those who shift the culture. Cultural shifts happen when music changes how listeners engage with it. Whether by making them think, relate, or feel something deeper. The most impactful artists don’t just release songs; they create moments that define their era. When people heard The Revolution Will Not Be Televised by Gil Scott-Heron, Black people, especially Black Americans, understood that freedom couldn’t be gained by sitting on the sidelines. His music became a rallying cry, reinforcing the need to protest and take action against injustice. In the same way, tech companies must move beyond pure functionality and focus on creating cultural moments that bring people together. Just as revolutionary music speaks to the times, tech must connect with consumers on a deeper, emotional level rather than just providing a service. If tech brands want to stay relevant, they must stop thinking like utility companies and start moving like culture-shifting artists, crafting moments that reflect the world people live in and making consumers feel truly connected.
Tech Companies must shift from being purely transactional to becoming cultural forces, much like musicians who forge deep, lasting bonds with their fans. The most influential brands are not just useful, they are aspirational, rich in storytelling, and emotionally resonant. Consumers don’t just buy products; they buy into identities, experiences, and movements. Beyoncé has remained a dominant force for nearly 30 years because she understands the power of strategy, storytelling, and community. If tech companies want the same longevity, they must stop chasing trends and start shaping culture building not just products, but movements that people want to be part of. Those that master this will not only stay relevant but will define the future.